Global Smartphone Shipments by Brand (2023)

## Overview

The global smartphone market in 2023 saw shipments reach 1.28 billion units, marking a 10.6% year - on - year decline. Despite economic uncertainties and intensified market competition, leading brands continued to innovate and adapt to consumer needs. Here's a quarterly breakdown of smartphone shipments for major brands:

## Q1 2023

In the first quarter of 2023, global smartphone shipments totaled 304 million units, representing an 11.4% decrease from the previous quarter. The market impact of the "Golden Week" and the "618" shopping festival left manufacturers and channel partners cautiously optimistic about inventory management for the second quarter. Among the top brands:

- **Apple**: Shipped 78 million units, holding a 25.7% market share.
- **Samsung**: Shipped 65.3 million units, accounting for 21.5% of the market.
- **Xiaomi**: Shipped 32.5 million units, with a market share of 10.7%.
- **OPPO**: Shipped 25.7 million units, capturing 8.4% of the market.
- **Vivo**: Shipped 23.7 million units, representing 7.8% of the market.
- **Huawei**: Shipped 10.3 million units, with a market share of 3.4%.
- **Others**: Shipped 68.5 million units, making up 22.5% of the market.

## Q2 2023

The second quarter of 2023 witnessed a 5.4% quarter - on - quarter increase in global smartphone shipments, reaching 320.8 million units. However, the year - on - year comparison showed a 9.9% decline. Demand in the Indian market grew steadily, while the Chinese market performed below expectations. Brand - specific shipments were as follows:

- **Apple**: Shipped 42.6 million units, holding a 13.3% market share.
- **Samsung**: Shipped 69.3 million units, accounting for 21.6% of the market.
- **Xiaomi**: Shipped 41.8 million units, with a market share of 13%.
- **Vivo**: Shipped 23.3 million units, capturing 7.3% of the market.
- **OPPO**: Shipped 22.6 million units, representing 7% of the market.
- **Huawei**: Shipped 10.3 million units, with a market share of 3.2%.
- **Others**: Shipped 105.5 million units, making up 32.9% of the market.

## Q3 2023

In the third quarter of 2023, global smartphone shipments reached 351.4 million units, a 9.5% increase from the previous quarter. The back - to - school shopping season and the anticipation of new product launches from Apple brought some optimism to the market. Detailed shipments by brand:

- **Apple**: Shipped 54.7 million units, holding a 15.6% market share.
- **Samsung**: Shipped 80.5 million units, accounting for 22.9% of the market.
- **Xiaomi**: Shipped 53.4 million units, with a market share of 15.2%.
- **OPPO**: Shipped 33.5 million units, capturing 9.5% of the market.
- **Vivo**: Shipped 28.3 million units, representing 8.1% of the market.
- **Huawei**: Shipped 12.3 million units, with a market share of 3.5%.
- **Others**: Shipped 88.7 million units, making up 25.3% of the market.

## Q4 2023

The fourth quarter of 2023 saw global smartphone shipments reach 393.9 million units, a 12.1% increase from the previous quarter. The holiday shopping season and new product releases from brands like Apple and Samsung drove this growth. Here's the breakdown by brand:

- **Apple**: Shipped 92.6 million units, holding a 23.5% market share.
- **Samsung**: Shipped 87.5 million units, accounting for 22.2% of the market.
- **Xiaomi**: Shipped 49.3 million units, with a market share of 12.5%.
- **OPPO**: Shipped 34.6 million units, capturing 8.8% of the market.
- **Vivo**: Shipped 28.5 million units, representing 7.2% of the market.
- **Huawei**: Shipped 12.5 million units, with a market share of 3.2%.
- **Others**: Shipped 98.5 million units, making up 25% of the market.

## Annual Summary

Overall, in 2023:

- **Samsung** led the global smartphone market with shipments of 283 million units, accounting for 22.1% of the total market.
- **Apple** followed closely with 220 million units shipped, holding an 17.2% market share.
- **Xiaomi**, **OPPO**, and **Vivo** held the third, fourth, and fifth positions respectively. Xiaomi shipped 177 million units (13.8% market share), OPPO shipped 116 million units (9.1% market share), and Vivo shipped 104 million units (8.1% market share).
- **Huawei** shipped 45 million units throughout the year, with a market share of 3.5%.
- **Others** accounted for 255 million units shipped, representing 19.9% of the market.

These figures reflect the competitive landscape of the smartphone market in 2023, with brands continuously striving to enhance their product portfolios and market strategies to meet consumer demands and gain a competitive edge.